Huesos Fuertes, Familia Saludable (Strong Bones, Healthy Family)
		Huesos Fuertes, Familia Saludable (Strong Bones, Healthy Family) Materials: Brochures: Mas Leche 1%. Huesos Fuertes. Familia Saludable. (More 1% Milk. Strong Bones. Healthy Family) brochure Radio Commercials: Madre y Doctor (60 seconds) Las Comadres (60 seconds) TV Commercials: La Familia Low Speed High Speed Huesos Fuertes, Familia Saludable Intervention Sites: Fresno Santa Ana San Bernardino Additional Links: National Bone Health Campaign
Goals To conduct a consumer-driven program that: Motivates Latino mothers to improve their family's health through regular consumption of high-calcium foods and beverages. Empowers Latino mothers to serve as health advocates in their communities. Target Audience Milk consuming, low-income, Spanish-language dominant Latino mothers with school-age children. Behavioral Objective for Latino Mothers and Their Children Consume an additional 8-ounce serving of lowfat milk each day. Formative Research Highlights While the prevalence of osteoporosis in the U.S. is highest (21%) among non-Hispanic white women, 16% of Mexican American women have osteoporosis. Increasing calcium and vitamin D intakes and weight-bearing physical activity have shown positive effects on bone density and prevention of bone loss in clinical studies. Hispanics consume more milk than other populations in California. Mexican American adult females are approximately 200-300 milligrams short of the Dietary Reference Intake for calcium, equivalent to about one 8-oz. glass of milk. Campaign Elements Trained community health workers (promotoras) lead educational sessions on osteoporosis, the importance of calcium and physical activity, and ways to overcome barriers to bone health behaviors. Paid Spanish-language media campaign. Grocery store taste-tests of lowfat milk in licuados, a traditional blended drink of fruit and milk. Outreach through festivals and community events. Evaluation Pre- and post-test surveys of Latino mothers that measure knowledge, attitude and behavior. Analysis of milk sales data collected pre- and post-campaign. Environmental scan of grocery stores for availability of 1% milk. Pre and post tests of Latino women participating in the promotora classes. For more information on Huesos Fuertes, Familia Saludable (Strong Bones, Healthy Family), contact Nestor Martinez, M.P.H., R.D., Network Manager, at [email protected] or (916) 552-9894.